Gartner Research

Acquisition Turns Neustar Into an Emerging Force in Data-Driven Marketing

Published: 23 December 2013

ID: G00259607

Analyst(s): Martin Kihn, Andrew Frank


Neustar has acquired Aggregate Knowledge and will combine its own information service offering with AK's data management platform. The deal should turn Neustar into a force in the market for secure, real-time marketing data management and analytics.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • Neustar's acquisition of Aggregate Knowledge underscores digital marketers' growing demand for a unified data collection, management and analytics platform
  • Neustar/AK will give digital marketers new ways to address three important challenges: (1) media spending efficiency; (2) higher-order analytics; and (3) user authentication, geolocation and security compliance

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